Press Releases 101- writedeal.com

Aug 6th 09 Posted by Steven Schlagel in Copywriting

Press Releases 101

by Steven Schlagel

Press releases are an easy-to-use tool to attract media attention for your business and changes or events you are having. Press releases should not be considered advertising and they should be used sparingly and appropriately. You want to attract reporters from local or national media and sending out advertisement style press releases won’t work. Press releases have a purpose and that is to entice reporters with a possible story.

Press releases are not difficult to write but there is a prescribed format for them. You can search online for templates which should include all of your contact information (city and state your business are in, your name, phone, email, etc.), a header and the release content. All press releases are written in the third person voice and should make the story idea clear to the journalist. Look for and present a unique angle to attract more attention.

It is imperative that you have a unique “story” to tell about your business, its history, a new product or how you work with the community. A new application development is a news story, the fact that it is on sale for 25% off is not. Employing a large number of high school students to help your community is a story. A family business that is being revived with technology is a story. Choose your angel wisely and make sure you know what makes you different before submitting to journalists for review.

If you have decent writing skills, you can write a press release yourself using an online template (just do an online search for “press release template” or “sample”). However, if you lack these skills or don’t have the time, it is easy enough to hire a freelance writer to create press releases for you. Search freelance sites like GetaFreelancer or Elance and ask for samples of press releases your potential writers have done. You can expect to pay $5-$15 each for a one page release. Use the best writer you can afford. They are representing your business!

Write a press release that is full of detail, but not marketing, sales or industry talk. Write it in common, news style language and be sure the story is obvious to the reader and reporter. Don’t get bogged down in your personal industry jargon. Write it like you’ve never heard of your business before.

When your press releases are ready, it is time to send them out to be seen. You can do this online. There are plenty of services that will release your items for free or for a fee. Free sites have stipulations about how often you can submit and where they will go so do your research. A simple online search for press release services will offer many choices. Register with several of them and review their requirements.

Using press releases effectively can brand you as an expert in your field. Don’t throw press releases out for everything you do. Use them judiciously and look for the stories within your business. Once you learn to develop this eye, you build credibility with reporters. Media attention is free marketing so try sending out some press releases and see what kind of interest you generate.

About the Author:

With 30 years of consulting experience, Steven Schlagel provides professional training for startups, entrepreneurs and small business owners. Check his site for more articles to increase your success!